Why does every client’s request feel different
Read between the lines.
My freelancing work used to be random.
I would find myself working on a solution for one client one minute, and then rushing to make something completely different for another.
It was exhausting.
But you know what?
I thought that was what business should be.
Then in 2014, productized services started popping up like hotcakes.
From my point of view, productizing looked easy because, at that time, so many founders claimed to scale them to multiple 6 figures in less than a year.
“Just pick one small problem, and roll with it”, they said.
Sounds easy!
It was only when I tried to apply the same model to mine that I found it hard to productize a service because every client’s request is different.
I struggled with all angles and permutations of different services you can imagine, from productized infographic designs to one-day WordPress design fixes.
Nothing was talking to me.
I took a whole year going in circles while still serving my existing clients.
I realized every client’s request feels different because clients often express their needs in unique ways, tailored to their specific goals, challenges, or preferences.
While the requests seem distinct on the surface, they often boil down to the same underlying needs.
Here’s why:
1. Clients Describe Problems, Not Solutions
Clients often focus on their specific pain points rather than the standard solutions you offer.
Imagine this: a potential client comes to you and says, "I need a website that pops. Something bold, exciting, and completely different from what everyone else has."
They’re describing the problem as they see it, not the actual solution.
What they’re saying is:
"I feel my current online presence isn’t standing out."
"I don’t know how to communicate my brand effectively online."
"I need professional help to turn my ideas into something tangible."
Nowhere in there did they say, "I need a 5-page WordPress site with a custom blog section."
That’s because they’re coming to you for your expertise.
They’re trusting you to figure out the solution for them.
The truth?
Clients can only describe how they feel about their problems.
They can’t truly articulate what will work for them.
It’s up to you to interpret their needs and translate them into solutions.
But here’s the secret:
The process you follow to solve their problems is probably the same regardless of any outcome you offer.
Even if the final product looks different, the steps to get there are consistent.
2. Lack of Defined Offerings
When your services aren’t clearly outlined, clients assume you’ll create something entirely custom for them.
Without a fixed structure, every new request feels like starting from scratch.
Imagine you walk into a restaurant, and instead of a menu, the server asks, “What would you like to eat?”
For some people, that might sound like freedom, woohoo! Anything they want! But for most, it’s overwhelming.
Do they have pasta? Burgers? Sushi?
And how much does it cost?
Without clear options, the experience feels chaotic, and you leave the customer guessing what’s possible.
The same thing happens in your business if you don’t define your offerings. When you tell clients, “I can do anything you need,” they’ll start throwing out random requests.
And suddenly, you’re building something entirely new for each person.
This creates a cycle where:
Clients don’t know what you specialize in.
Every client will start asking for anything that pops up in their heads.
They figured that you could help them with almost anything they asked for.
When you lack defined offerings, you open the door to endless customization. One client might ask for a social media strategy and expect you to run their ads too.
Another might want a brand design but also assume you’ll manage their print marketing.
Without clear boundaries, you end up doing a little of everything, and every request feels like a one-off because there’s no standardization to fall back on.
3. Over-Customization
If you’ve been in the habit of tailoring every detail to each client, you’re training clients to expect a custom solution. This makes their requests feel different, even if the core needs are similar.
Here’s an example:
You’re on a call with a potential client, and they start with, “I love what you’ve done for others, but here’s what I need….”
Before you know it, you’re nodding along, agreeing to tweak your process, add extra deliverables, or even learn a new tool just to make this one client happy.
Familiar?
It happens because you want to be accommodating, helpful, and, let’s be honest, close the client and retain them as long as possible.
But here’s the thing:
Every time you over-customize, you’re essentially rebuilding your business for each client. And that’s not scalable.
It usually stems from a good place:
You want to please your clients. You think saying “yes” to every request shows you’re flexible and committed.
You fear losing the client. If you don’t offer exactly what they want, you worry they’ll go elsewhere.
You think customization adds value. You believe tailoring everything makes your service more valuable, even if it creates extra work.
But here’s the kicker:
Over-customization doesn’t just drain your time and energy, it also confuses clients.
Without clear boundaries, they don’t know what to expect, and you might end up delivering more than what you are paid for.
4. Clients Don’t Know What They Need
Many clients don’t fully understand the solution they’re looking for.
They’ll describe what they think they want, and they leave it to you to connect the dots and recognize recurring themes.
Imagine you’re on a discovery call with a potential client, and they start with something like:
“I need a website that converts better.”
“I need more followers on Instagram.”
“I want my brand to stand out.”
At first glance, these seem like clear requests. But when you dig deeper, you realize these are vague goals, not specific solutions.
The client knows they have a problem, but they don’t know how to fix it, or what fixing it looks like.
Why? Because they’re not experts in your field.
That’s why they’re coming to you.
When clients come to you with vague ideas or incomplete information, it can feel like every project is different.
One client might describe their problem in terms of “design,” but what they need is a complete brand strategy.
Another might ask for “more followers” but need content marketing or ad targeting.
Without clear frameworks or offerings, you end up treating each request as a unique case, which makes your work more complicated and less predictable.
Spot the Hidden Patterns
It’s not about what clients tell you, word for word.
Every client feels their project is one-of-a-kind (and to some extent, it is). However, much of the work involved often overlaps with other projects, especially in service-based businesses.
But all about you deciphering what is that common pain point from what all of them tell you.
When you identify the common theme behind client requests, you can standardize those into repeatable modules or packages.
In this way, you can make clients feel that their needs are met.
At the same time, you don’t have to reinvent or redo anything.
It’s not that every request is truly unique.
You feel that every request feels different because you’ve not uncovered or defined the underlying patterns yet.
To get started, ask yourself:
What are they trying to achieve?
What pain points are they trying to tell me?
What are the repeatable steps I can take to solve this problem?
List down as many answers as you can to these questions.
With that, you can stop treating every request as a brand-new challenge and start creating frameworks or packages that address common problems.
You will start to see yourself productizing your deliverables.
At the same time, your clients still feel like they’re getting a tailored experience, but you’re working smarter, not harder.
You both win.
Whenever you’re ready to build a productized service that runs smoothly without you, check out my step-by-step, no-nonsense course here → Productized Kit